May has been a buzz of activity with more and more inspired promotions being supported in-store. Perhaps this is no surprise given the latest data, that 66% of the UK population take part in promotions, with 80% believing it is a great way to reward consumers*! Either way, we have enjoyed the recent flurry of innovation and would like to share some of our top picks with you.
*New research YouGov ‘What The British Think Of Promotions’ report. April ’21
Walkers – #crispIN or #crispOUT?
Walkers went big with an extensive partnership, communications and media strategy to nail the age question… crisps in or crisps out?
- Promotional Support: TVC, YouTube, Social Media, Influencer, OOH, Digital
- Extensive influencer support – shared their sandwich preference and if IN or OUT
- Gordon Ramsey followed up initial celebrity videos with live reactions
- FSDU & Aisle Fins in-store to support the campaign
- Partner with Subway – from 07.04 – 25.05 subway guests were asked if they are crispIN or crispOUT
Flipz – Big Game Drops
Flipz homed in on the gaming network to run a drop style mechanic with a winner announced at 22:00 every night from the 1st April – 30th June.
- Instant win promotion. Drop style mechanic – entrants notified at 22:00 every night if they win or lose
- Register on microsite and enter by activating an email link
- Gaming prizes ranging from Just Eat vouchers to gaming chairs and PS5s. Full list and drop schedule in T&Cs https://www.flipzbiggamedropz.com/terms
- Microsite enhanced with curser driven parallax https://www.flipzbiggamedropz.com/sign-up
- Promotional support
- Social media: Extensive Brand & Influencer support via Instagram & TikTok
- In-store: Aisle fins
Monkey Shoulder
Single-minded headline with multi-layer offering.
- Free mini speaker with purchase
- Fever-Tree placement partnership
- Chance to win prizes with The Monkey Mixer when you scan QR code
- Swipe token, token falls through pins, lands in either a drinks suggestion or a prize
- Prizes include merch (hats, t-shirts, glasses)
- Driving Summer serves with cocktail/mixer PR and free gift with purchase
KFC – Superfan Search
The Colonel on the hunt for KFC’s next superfan with a Dragon’s Den style competition.
- Annual Superfan Search is back
- Visit kfc.co.uk/superfan-search to share credentials by 25th May
- To win: must show devotion to all things fried chicken and support in any creative way you can think of e.g. song, story, tattoo
- Winner is inducted into the Superfan Hall of Fame and wins all expenses paid for trip to Kentucky + a years supply of KFC
- Supported on Social media – also featured on popular social media publishers e.g. Lad Bible
Dreamies – Supporting Mental Health With Pride
A genuine contribution to Pride Month. Dreamies have established a strong emotive connection with their audience into the future.
- In 2021 Dreamies is helping to support the LGBT+ Foundation helpline for 1yr
- Aisle fin for in-store standout supported on social media channels
- Why Pride & Dreamies:
- 71% of LGBT+ community have a pet
- 52% of LGBT+ people experienced depression in the last year
- 82% of LGBT+ pet owners surveyed agree that being around animals helps their mental health
- 31% of LGBT+ people said they’ve thought about taking their own life in the last year (increases to 46% within Trans community)
Pimm’s – Sundowner
Taking on the summer evening occasion with their very own aperitivo hour. Introducing the ‘new way to spritz’ with Pimm’s Sundowner.
- Pimm’s has always been a staple for a British Summer – Pimm’s Sundowner competes with the Aperol spritz market
- ‘… best served with prosecco and soda as a #sundownerspritz’
- ‘The new way to spritz’ and ‘sparkling’ messaging
- Available exclusively from Sainsbury’s or D2C from 26th May
- Social media support – ‘Spritz’ audience heavily influenced by social media
Morrisons – Aperol Spritz Box Set
The latest in a variety of box sets and tailor-made for the bank holiday weekenders, as Morrisons leverage the drink at home package opportunity.
- Partnership with Morrisons, which created an Aperol Spritz box with snacks for £35 – ready for the bank holiday weekend
- Part of Morrisons Boxes service which delivers Food Boxes and Occasions Boxes – other examples include:
- BBQ Box, The Ultimate Gin Box, Seasonal Vegetables Box, Family Picnic Box
- Timely box for Bank Holiday occasion
Tennent’s – Summer Of Football
A heroic display of patriotism as Tennent’s larger align themselves with a small (but mighty) part of society, with a mass appeal product.
- Tennent’s Lager ‘biggest ever’ off-trade promotion
- Prizes: Total 4,600
- 500 personalised football tops
- 2000 mini footballs
- 2000 captain armbands
- 100 Tennent’s £25 online vouchers
- Tennent’s Shop is also stocking various football merch including: Football Bar Mats, Retro Tops, Home Bar Kit, Football Mug
- Proudly Scottish and profoundly football – Original supporter of Scotland Football
PepsiCo – Grab The Perfect Match
Disruptive, large scale in-store presence leveraging The Big Match.
- PepsiCo extended their Global UEFA Champions League Partnership
- Hero brands: Gatorade, Pepsi, Lay’s
- Grab The Perfect Match refers to both the sporting events and the snacks
- Elaborate In-store displays including mini-stadium designs
- See next slide for more amplification refs
M&S – Fred’s Wines Of The Month
Fred is back and this time taking care of the drinks with his monthly wine suggestions. This is accompanied by a wine passport to help encourage trial and discovery of wine.
- Fred is back with monthly wine favourites
- In-store support:
- ‘Start Your Wine Adventure’ – neck tag
- Display board with passport holder and instruction
- Front of store display
- Pick up a passport to read about wines and tick them off as you try them
- Supporting webpage https://www.marksandspencer.com/c/food-to-order/not-just-any-food/food-news/classic-wines
Ketel One Vodka – Partnership With Felix Project
Aisle fine design and partnership strongly align with the brands ‘do good’ profile.
- Kickstarted pledge to Felix Project by giving £100k and will continue to give via:
- Off Trade £1 per one 70cl bottle sold in the UK (Participating retailers)
- On Trade £1 for every cocktail made (Participating outlets)
- Pledge to save and deliver ingredients for 1 million meals with Felix Project
- Felix Project website with full campaign detail: https://thefelixproject.org/ketel-one-partnership
- Aisle fins in-store for support with ‘Doing Good Tastes Better’ messaging
- Social media support (Instagram, Facebook)
Burger King – AR Smoke Trail
Burger King reinforces its brand’s grill credentials with an engaging and functional use of AR technology.
- OOH advertisement with QR code that cues Instagram story filter, when scanned by smartphone camera, that shows AR smoke trails
- AR trails lead to the nearest Burger King
- ‘Because where there’s smoke there’s fire.’ & ‘If you don’t believe us scan and find out’ messaging is part of deeper message to the campaign
- The AR smoke/smell also represents the ‘real’ the fire burgers are grilled on, not the alleged ‘fake’ liquid smells
- https://www.youtube.com/watch?v=nDJE7cdxOkU
Robinsons – Royal British Legion
Can’t miss pack execution with great POS standout, highlighting social and environmental credentials.
Message1: Charitable contribution
- Donating 15p per pack sold to the Royal British Legion
- Large neck flag with clear messaging and strong standout on shelf
- QR code on the underside with link to Royal British Legion website
Message 2: Environmental contribution
- ‘One bottle lasts twice as long’ & ‘less plastic’
- Copy on FSDU for standout at POS
McGuigan – 10K Home & Garden Bundle
Lifestyle and occasion positioning with summer fast approaching.
- Text to win mechanic for a chance to win 10K Home & Garden Bundle (Std. network rate / no purchase necessary)
- March 1st – June 30th 2021
- Rich prize, but only one, includes TV subscriptions, Sofa, BBQ, Hot Tub https://comp.mcguiganwines.co.uk/comp-microsite/
- Promotional support
- Shiny silver foil roundel on the bottle
- Instagram post
Jam Shed – And One Of Our Own Hot Off The Press!
Grand Central develops innovative shopper marketing solutions for a host of brands and organisations. For help with planning, designing and building your requirements please contact us at:
hello@grandc.co.uk / 020 8546 0150